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A petition calling for a clampdown on "sneaky fees" has collected 10,000 signatures, with Consumer NZ calling for a stop to misleading pricing practices.

Consumer NZ chief executive Sue Chetwin said research from the organisation showed Kiwi shoppers could be paying $68 million a year in what she called sneaky fees added to the advertised price of goods and services.

She said these were often booking or service fees that weren't disclosed upfront and were misleading for consumers.

"Shoppers are regularly being stung by hidden fees when they buy goods and services, particularly when they're shopping online," Chetwin said.